“The Power of Being Able” campaign focuses on seeing the ability in disability, empowering this community by demonstrating the many things people with disabilities can do when they have access to the health services and support they need
In a win reflecting strong reception and successful results among the broader audience in today’s America, and competing with specialized global, national and regional ad agencies, d expósito & Partners walked away with a coveted and unexpected English-language honor, the “Purpose-led Campaign of the Year/Gold Award,” at this year’s Healthcare Marketing/Impact Awards, co-sponsored by Ad Age.
According to Ad Age, these awards honor “the most impactful creative advertising and marketing campaigns in health care.” The campaign from d expósito & Partners (dex), titled “The Power of Being Able,” promotes a product from Tufts Health Plan and its parent company, Point32Health, “Tufts Health One care, “a Dual-Eligible Special Needs Plan for individuals, ages 21-64, that qualify for both Medicaid and Medicare, and are living with a physical, mental or behavioral disability. The campaign features a diverse and inclusive cast with creative executions in both English and Spanish, with the appropriate cultural relevance embedded as appropriate.
“To us at dex, this win is quite notable for a few reasons,” says Louis Maldonado, Partner and Managing Director at d expósito & Partners. First, it is an award partly from a renowned industry institution, Ad Age, where they seek to recognize winners that leverage ‘ingenuity and creativity that advances campaigns.’ Second, it recognizes work where we are the lead agency because the insights and brand strategies are led by Multicultural since the majority of THOC members are from communities of color. Third, and most profound, this is purpose-driven work because the additional benefits received beyond what Medicaid and Medicare offer, separately, give access to resources and support so members are able to live more fully and independently; which is an empowering message to audiences that are often over-protected and, perhaps, made to feel limited by those around them.”
“The Power of Being Able” campaign focuses on seeing the ability in disability, empowering this community by demonstrating the many things people with disabilities can do when they have access to the health services and support they need, including producing an ad campaign. The Client and Agency teams were intentional about creating authentic, relevant and realistic storytelling by achieving a diverse and inclusive cast of real people living with real disabilities, rather than hiring actors to play those roles. They ensured representation of this community behind the camera, as well, with a high number among the crew representing people with disabilities. The team also sought counsel from subject matter experts in people living with disabilities and committed to ensure added resonance with the intended audience.
“We love campaigns for brands with heart and purpose,” said dex agency leader Daisy Expósito-Ulla. “And Point32Health allowed us to create from this most humane premise while, at the same time, carry on a confident, uplifting and life-affirming conversation with uniquely inspiring members of a productive segment of the increasingly diverse segment of the New American mainstream.”
“We think and believe that they are exemplary in the way they find ability in their disability,” added Expósito-Ulla.
The lead creative team behind the award-winning campaign is formed by Paco Olavarrieta, CCO at dex, and Yury Vargas, Creative Director/Art Design, and Flavio Alvarez, Associate Creative Director.
The award-winning multi-media campaign includes a :30 general awareness commercial for brand-building purposes, supported by a :60 and :30 DRTV commercials to drive consideration and acquisition. Digital elements include :15 OLVs, online/mobile display and outdoor for more precise and customized targeting in diverse communities to drive response and conversion.
